Manny's former team was the Boston Red Sox. Using the name of his team and the hundreds of laundromats across the Los Angeles metropolitan area, we decided to play up on the lost sock in the dryer phenomenon by placing thousands of actual lost red socks along with a tag in laundromats across the entire city announcing that the Boston Red Sox had lost a sock to the Los Angeles Dodgers.

News spread like wildfire and was picked up by countless blogs from Dubai to Mumbai to Tokyo. Nationally it was covered by every major and minor sporting, baseball and pop culture blog in the country. All within hours of the trade, and, for a cost of just $457. Plus tax.